Italian Fashion Retailer OVS Outlines Retail Expansion Plans for India

Italian fashion retailer OVS is expanding its operations in India, identifying the country as a key international market for long-term growth. Having re-entered the Indian market in 2025, the brand recently opened its third and largest store in India, located in Mumbai.

Sundeep Chugh, Managing Director of OVS India, stated that the company aims to position India among its top international markets within the next five to seven years. The brand offers womenswear, menswear, and kidswear, focusing on bringing Italian fashion to consumers at a democratic pricing model.

As part of its retail strategy, OVS is concentrating on larger format stores designed to deliver a flagship-style retail experience featuring its diverse product portfolio. The company's first phase of expansion involves scaling up to 11 stores by the end of 2028. After reaching three current stores, OVS plans to add four additional locations by the end of 2027 before hitting the 11-store target.

The initial expansion phase will primarily target metros and tier-1 markets, including Delhi-NCR, Mumbai, Bengaluru, Chennai, and Hyderabad, alongside selective expansion into tier-2 cities. Additionally, the brand is scheduled to launch its official online presence through its own brand site next year.

Looking beyond the first phase, OVS intends to evaluate its retail learnings and scale its presence further. The subsequent phase of growth targets a network of 25 to 40 stores over a 5-to-7-year timeframe. Alongside retail expansion, India already serves as an established sourcing base for the company, currently contributing 15 percent to its global production.

"The expansion strategy of international brands like OVS highlights the growing maturity and purchasing power of the Indian retail market. By combining physical flagship experiences with a phased rollout across metros and tier-1 cities, followed by digital integration, the company is taking a measured approach to scaling. For global apparel brands, India offers both a massive consumer base and a strong established manufacturing ecosystem, making it a strategic destination for long-term retail investments." — Dr. Shishir Gupta, Founder & CEO, StartupLanes